Social Media for B2B Brands


Companies in the B2B industry that haven’t started investing in social media platforms are losing out. These communication channels have been vital for consumer brands, both as a way to reach target audiences and to build stronger and more engaging relationships with their consumers. In general, B2B brands have been slower than consumer brands to adopt these platforms, and now the world is at a point where it’s no longer enough for a company to have a social media presence. Consumers on social media expect transparency from brands, more value from the content that they share, and a higher level of responsiveness to their questions and queries. It’s important for companies in the B2B industry to know that they can achieve all that and more, but in a different way compared to consumer brands.

The importance of well-defined goals

The first thing that every B2B business needs to do before joining a social media platform is to define the goal. Companies in the B2B industry tend to want to educate their target audience, build more trust and credibility, or generate more brand awareness. This approach is more focused on long-term goals and lead generation as opposed to driving sales like consumer brand content does. 

Use the analytics

Most social media platforms provide useful data about target audiences based on how the audience interacts with the content posted. Audience analytics generates information that can help companies make data-driven business decisions. While which analytics a company focuses on and what they do with it will differ, monitoring the data is important for both B2B and consumer companies. If content isn’t working, it is important to know this rather than keep investing in an approach that isn’t driving the results the business is seeking. Audience insights allow businesses to learn more about their customers and figure out different ways to cater to their needs.  

Knowing the customer

Finally, one of the best ways that B2B companies can use social media platforms is to create posts that speak to their target audience. To do that, companies need to flesh out who they want to reach, the kind of content that the audience finds engaging, and how to deliver it. Successful B2B social media campaigns share valuable content and generate engaging discussions. For example, demonstrating thought leadership has a positive impact on B2B audiences because it promotes confidence and trust. 

Audiences also respond positively to a “different” approach. Unlike consumer campaigns, B2B posts are often viewed as dry or boring. To avoid this, consider having employees create content that will speak to the audience in a unique and more “human” way.

Ronn Torossian founded 5WPR.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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